Out of the Blue: PR Measurement News

Sunday, July 19, 2009 Public Relations Measurement Newsletter: Strung Out on Cheerios   VOLUME 4 ISSUE 6  
CONTENTS
Strung Out on Cheerios
Veteran Marketer Linda Castle Joins Blue Marble Enterprises
Monday Morning Media Minute
Tell The World
SUBSCRIBE

Enter your email address in the box below to receive an email each time we post a new issue of our newsletter:


Add Remove
Send as HTML
 

ARCHIVE
Public Relations Measurement Newsletter: Graduating Summa Cum Cute
May 28, 2009
Vol. 4 Issue 5
Public Relations Measurement Newsletter: Does Twittering Make Me a Twit?
May 1, 2009
Vol. 4 Issue 4
Public Relations Measurement Newsletter: The Secret of Invisibility
March 25, 2009
Vol. 4 Issue 3
Public Relations Measurement Newsletter: They Promised No Math
November 6, 2008
Vol. 4 Issue 2
Public Relations Measurement Newsletter: Breakfast With Champions
September 25, 2008
Vol. 4 Issue 1
Public Relations Measurement Newsletter: Sneaky PR & Marketing
August 5, 2008
Vol. 3 Issue 12
Public Relations Measurement Newsletter: Born on the Fourth of July
July 1, 2008
Vol. 3 Issue 11
Blue Marble Enterprises Wins Second Silver Anvil Award in Five Years
June 13, 2008
Vol. 3 Issue 10
Public Relations Measurement Newsletter: Shopping For Shoes on the NASDAQ
May 30, 2008
Vol. 3 Issue 9
Public Relations Measurement Newsletter: A Plain Copy of Coffee at Starbucks. What's the World Coming To?
April 18, 2008
Vol. 3 Issue 8
Public Relations Measurement Newsletter: The Guilty Pleasures of Peeps
March 16, 2008
Vol. 3 Issue 7
Public Relations Measurement Newsletter: Losing Face on Facebook
February 27, 2008
Vol. 3 Issue 6
Public Relations Measurement Newsletter: Wait 'Til They Count The Votes?
January 20, 2008
Vol. 3 Issue 5
Public Relations Measurement Newsletter: Resolving To Be Flawed
December 21, 2007
Vol. 3 Issue 4
Public Relations Measurement Newsletter: Foolproof Plan For Getting Rich
November 18, 2007
Vol. 3 Issue 3
Public Relations Measurement Newsletter: Sneaky Math -- Calculations For Curious Kids
October 15, 2007
Vol. 3 Issue 2
Public Relations Measurement Newsletter: Turning Blue Over Being Green
September 24, 2007
Vol. 3 Issue 1
Public Relations Measurement Newsletter: Bulletproof the Kids?
August 14, 2007
Vol. 2 Issue 12
Public Relations Measurement Newsletter: iConfess. iDon't Own an iPhone
July 17, 2007
Vol. 2 Issue 11
Public Relations Measurement Newsletter: Is There Any Light?
June 14, 2007
Vol. 2 Issue 10

[MORE]
USEFUL LINKS
Public Relations Measurement
Promotions
People
Other PR Topics (not measurement)
July 19, 2009
Strung Out on Cheerios
Two-bowl-a-week habit. But it' s not a problem. Really.
www.blue-marble.com
by Jerry Brown

Box of Cheerios

I've made an unsettling discovery. Shocking, actually. My mother was a drug pusher.

She shamelessly pushed Cheerios on me when I was a kid. And it worked. I'm still a two-or-three-bowls-a-week user. But I can quit anytime. Really.

My mother's shadowy past came to light in a recent letter from the U.S. Food and Drug Administration to General Mills.

As far as I know, my mother wasn't mentioned by name in the letter. So, they may not be on to her yet. But I don't know for sure. I haven't seen the letter itself, just news accounts about it. I don't think she has to worry in any case. She's been dead long enough that I think the statute of limitations has probably run out on her illicit behavior.

Rx in a Bowl

It turns out, the feds say, that those commercials General Mills has been running about Cheerios being "clinically proven to help lower cholesterol" made Cheerios a drug under federal law.

And the commercials? A serious legal violation, according to the FDA.

The feds suggested the company could file a new-drug application for Cheerios if it wanted to keep claiming the cereal can lower cholesterol.

I'm all for the government making sure our food is safe -- and accurately labeled.

But, as it turns out, the issue here isn't a matter of accuracy. The issue is that General Mills made a specific health claim: That Cheerios can lower your cholesterol 4 percent in six weeks.

True or not, the FDA says, a specific health claim like that can only be made for drugs, not food. So, Cheerios will have to be reclassified as a drug if General Mills wants to put those commercials back on the air. Does that mean I'll need a prescription for my breakfast cereal? And does it mean the FDA doesn't believe switching to a healthier diet will improve your health?

Negative coverage chart

ALL of the news coverage was negative for either FDA or General Mills.1 The coverage painted an overwhelmingly negative view of FDA's register-Cheerios-as-a-drug stand. But General Mills also took some hits by people wondering if the company had been less than honest in the health claims it made for the cereal.

Social Media pie chart

Folks weighed in through the social media, too -- mostly to voice their unhappiness with the FDA's decision to turn their breakfast cereal into a drug. And several hundred Facebooks members joined Cheerios support groups2 and at least 49 folks uploaded videos on YouTube.

One interesting sidebar to the story: None of the news coverage mentioned that General Mills was the first company in the food industry to convert all of its cereals to whole grains -- something it did several years ago and a change that supports worldwide diet and health recommendations.

Facebook groups

I think I've changed my mind about my mother's behavior, though. At first, I was disillusioned to think that my own mother was pushing drugs. But it's made me look at her in a new light.

I always thought of her as a kind of goody-two-shoes. Daily mass. Totally honest. Would do pretty much anything in her power to help the people around her. Loved her kids.

But, hey, there was a saucy side to her, it turns out. If I'd have known in time, I think I would have wanted to tell her: You go, girl.


1Factiva and other proprietary data, 6/1/2009 - 7/13/2009.

2Factiva and other proprietary data, 6/1/2009 - 7/13/2009.


ABOUT THE AUTHOR Jerry Brown committed journalism for 20 years, but received a full pardon. He's been practicing public relations for more than 20 years and plans to keep practicing until he gets it right -- which he hopes takes a long time because he likes what he does. He specializes in strategy and message development, media relations and media training and writing (news releases, annual report, collateral, etc.). He also writes the Monday Morning Media Minute, a free weekly media tip distributed by e-mail. You can reach him at jerry@pr-impact.com / 303-781-8787.



[PRINTER FRIENDLY VERSION]
July 22, 2009
Veteran Marketer Linda Castle Joins Blue Marble Enterprises
Director of Marketing and Business Development
www.blue-marble.com

Linda Castle

Veteran marketer Linda M. Castle has been named director of marketing and business development for Blue Marble Enterprises Inc., which designs and implements customized databases for large and small companies throughout the United States.

“We’ve been growing at a rate of 20 percent a year and it’s time to add a professional with marketing and business-development experience,” said Blue Marble President Debra Parcheta. “Linda has the skill, judgment and enthusiasm we need to continue building our business.”

Castle has held a number of sales and marketing positions with companies in Denver and Michigan and also served in several key positions at Lake Michigan College, including director of enrollment management, director of continuing education services and director of admissions. She also is active in numerous community activities and currently serves as a board member and community meal volunteer for Evergreen Christian Outreach Food Bank and a Youth Services Program volunteer for Goodwill Industries of Denver. She also has served as an ambassador and workshop presenter for the Denver Chamber of Commerce.




[PRINTER FRIENDLY VERSION]
Published by Blue Marble Enterprises, Inc.
Copyright © 2009 Blue Marble Enterprises, Inc.. All rights reserved.

What is this? This is an e-mail newsletter to inform you of ideas, products, services and trends in PR measurement. The intent of this newsletter is to inform or provoke thought in a humorous way.

Why did you get it? Out of the Blue news is intended to be for interested professionals in the business of public relations. You received this message because you have asked to be on the Blue Marble Enterprises Newsletter distribution list, requested PR measurement service samples or you belong to a public relations organization or corporate PR department that published your email address. Please share it with anyone you think might be interested. If you would like to see a topic addressed by Out of the Blue, send your request to us at outoftheblue@blue-marble.com. To be removed from the distribution list, use the subscription box in the left frame of the newsletter.

Privacy statement: We will not share your name or contact information with anyone for any reason without your explicit approval in advance.

TELL A FRIEND
Powered by IMN